Managing corporate brands successfully - approaches for strategic corporate communications

While Corporate Reputation Management has grown in importance, it is generally agreed there are no adequate instruments to measure the strength of the corporate brand.

Managing corporate brands successfully – approaches for strategic corporate communications

Siegfried HöglGfK Marktforschung, Germany; and Member of the Board GfK Ad HocResearch Worldwide.

Oliver HuppGfK Marktforschung, Brand and Communication Research, Germany.

HOLISTIC APPROACH FOR THE EVALUATION AND MANAGING OF CORPORATE BRANDS

Introduction

The awareness that corporate values are based largely on immaterial assets, and are no longer confined to fixed or current assets, has long been a part of international “common sense”. This awareness has been expressed in the volume of transactions witnessed for large-scale transnational mergers and acquisitions over the past several years. Consequently, the purchase price...

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